Technology is a problem-solver, time-saver and altogether life-enhancer. And yes, it can help save lives and give back, too. The Bank of Montreal and Fountain Tire tapped into these qualities, bridging the physical and digital worlds for the greater good.

Travelling between Toronto, Montreal and Chicago, the “BMO200 Fountain” for the bank’s bicentennial was more than a “phygital” installation, pop-up or stunt. It was a rare example of an omnichannel campaign led by a branded experience, and it lasted an entire year.

When celebrating a birthday, wishes tend to be inherently selfish. BMO and Mosaic turned this truth on its head, inviting Canadians to use its 17-foot interactive sculpture to “wish it forward.” Anyone could connect their mobile device to the fountain and “toss” a digital coin with a wish for the bank to fulfill, big or small. For example, BMO granted the wish for an artist to have her first art gallery, hosted concerts for the deaf community, and also donated funds to medical research.

While the concept took two years to sell through, the team engineered and built the fountain (including a VR version) in six months. Well worth the effort, the “BMO200 Fountain” garnered more than nine million impressions, with over 250,000 unique in-person interactions and awareness of the anniversary jumping 45%.